• Archives of design research
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• v.15 no.4
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• pp.201-214
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• 2002

The discussions on Korean advertisement have been continued since 1980's. Comparing with other fields, years of research had not bear as fruitful achievements as we expected. The present situation where korean own culture has been disappearing day by day, this thesis will have significant meaning by investigating Korean culture and advertisement reflecting its culture. This thesis put emphasis on consumers who have been neglected by discussions. So I intended to study the expression of Korean advertisement and their attitudes focused on celluar phone. To investigate their attitudes, I first settled the concept of Korean Advertisement, then posed questions for identifying a shift in their altitudes. As a result of posing questions, I can see that they take friendly attitudes toward Korean advertisement regardless of their ages. And the younger they are, the less they are friendly with advertisement. The element of appeal was differentiated between ages and appeal by korean own sentiment is more effective. I think this outcome verifies the necessity to have concerns on Korean advertisement and make distinct advertisement strategy keeping step with advertisement targets.

• Journal of the Korean Society of Food Culture
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• v.33 no.2
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• pp.95-103
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• 2018

This study examined the relationship between the eating out behavior of families and a low-salt management by housewives in Jeonju area. Self-administered questionnaires were collected from 420 housewives. Descriptive statistical analyses was completed using SPSS v. 19.0 and Stata 13.0. The frequency of eating out and delivered food of housewives in their 20s was significantly higher than that of the older housewives (p<0.001). The high order frequency delivered foods were chicken menu and Chinese food. The determinants of the eating out menu were children's preference and meal time. The average scores of 'interest on low-salt diet', 'attitude toward a low-salt purchasing', and 'praxis a low-salt diet' were $2.70{\pm}0.95$, $3.06{\pm}1.13$, and $3.26{\pm}0.91$, respectively. The level of a low-salt management housewives in their 20s was higher than that of the older housewives (p<0.001). Regression analysis showed that various factors (e.g. age, number of children, education level, and frequency of the eating out) correlated with the low-salt diet of subjects. For the adequate eating out behavior of families and low-salt management of housewives, information and consumer education to take family-related situations into consideration are necessary.

• CRM연구
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• v.2 no.2
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• pp.1-19
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• 2009

In an attempt to explore the consumption behaviors of customers regarding ethnic food restaurants the present study examined the effects of consumer characteristics, accessibility of ethnic food restaurants, product characteristics, and social factors on the customer behavior towards ethnic food restaurants, and further investigated the causal relationship between the customer behavior and his or her intent to reuse. A questionnaire survey was conducted approximately for a month with domestic consumers who had tried foreign cuisines. A total of 230 questionnaires were distributed and 215 questionnaires were collected, of which 210 were used in the final analysis excluding five due to inadequate responses. The finding of the study were as follows. First, of the consumers' lifestyles category the gourmet oriented did not yield significant effect on subjective norm or other consumption behavior, whereas the trend oriented had noticeable influence on both factors. Second, while consumers' diversity-seeking characteristic did not affect subjective norm, it affected consumption behavior of ethic food restaurants. The results seem to indicate that the diversity-seeking characteristic is more to one's individual attributes, rather than being influenced by others. Third, ethnic food restaurant's consumption accessibilities strongly influenced the subjective norm, suggesting that in using the ethnic food restaurants, the more convenient the accessibility is, the higher the possibility of use from influenced reference group. However, when consumers previously had not been exposed to ethnic cuisines, convenient accessibility was not able to overcome the barriers of consumer reluctance, nor directly shape positive behaviors. Fourth, while national uniqueness of ethnic food did not affect subjective norm, the uniqueness did have positive impact on consumption behavior of foreign ethnic food restaurants. Fifth, consumer's subjective norm positively influenced both consumption behavior of ethnic food restaurants and their intent for future use. Lastly, consumption behavior toward foreign ethnic food restaurants positively influenced consumer's intent for future use, indicating that it would be most imperative and effective to first help reinforce positive attitude in oder to encourage a more use of ethnic food restaurants.

• Journal of Internet Computing and Services
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• v.16 no.6
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• pp.109-121
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• 2015

The purpose of this qualitative study is to explore consumer behavioral trends, psychological characteristics and various cognitive types of Millennial Generation consumers, primarily in their 20s, who are familiar with sharing economy services based on the emerging social networking technology. Using Q methodology, this paper theoretically defines four and interprets via a social science perspective four different types of these young consumers who are skilled at state-of-the-art ICT equipment, devices or online networking services. Sharing economy services in Korea's academic and industrial services are influenced by government policy, and related research is relatively new. This study is focused on discovering unique psychographic characteristics called 'schemata' that include personal interest, preference, attitude, and opinion. On the basis of 40 Q-sorted data samples, the analysis examined 180 collected statements from meta-studies and interviews with 35 individuals born between 1997 and 1992. As a result, four consumer groups were identifies: Type 1 'Early majority', Type 2 'Laggard', Type 3 'Opinion leader', and Type 4 'Late majority'. The results of this research can be used to explore to study in greater detail the behavior and psychological aspects of Millennial General consumers'.

• The Journal of the Society of Korean Medicine Diagnostics
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• v.10 no.1
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• pp.153-165
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• 2006

Objectives: The purpose of this study is to obtain basic data about medical consumer's behavior by the examination of the demographic characteristics, experience of medical service and attitude toward traditional medicine based on the outpatients of oriental medicine clinic. Methods: The participants of this study are outpatients in 5 oriental medicine clinics located in the metropolitan area. The resources were collected from the self-administration questionnaire survey. 202 samples were collected. The SPSS 13.0 for windows was used for statistical analysis: One-way ANOVA, $x^2-test$, correlation analysis were used to verify the results. Results & Conclusions: The results from this study are as follow. 1, The group which are in low-ade educational background and income selected traditional medicine for the promotion of health. In this group, traditional medicine was consumed with higher purchasing frequency and more satisfaction and considered more safe and effective, on the other hand western medicine was consumed with lower frequency. People In this group highly evaluated the kindness of oriental medicine doctor and more interested in health. 2. The group which selected traditional medicine for the treatment of disease more frequently consumed traditional medicine. People In this group highly evaluated the efficacy and economical efficiency of traditional me야cine and the kindness of oriental medicine doctor. 3. The group which selected traditional medicine for the management of disease iess : frequently consumed western medicine. People In this group highly evaluated the efficacy of traditional medicine. 4. Purchasing frequency on traditional medicine was higher in the 50year above group than $30{\sim}39year$, 29year and below group.(P<0.1) 5. Purchasing frequencyy on traditional medicine slightly correlated with the satisfaction of traditional medicine and the kindness of oriental medicine doctor. The satisfaction of traditional medicine strongly correlated with the kindness of oriental medicine doctor. 6. The efficacy of traditional medicine and the kindness of oriental medicine doctor were highly evaluated in the $10{\sim}19times$ experience group and 20times above experience group than $1{\sim}4times$ experience group.

• Journal of Food Hygiene and Safety
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• v.23 no.3
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• pp.182-190
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• 2008

A survey on consumer's awareness and perception toward genetically-modified(GM) foods was conducted on 2110 random samples of Korean consumers. More than 65% of the respondents were exposed to some information related to GM foods. The respondents answered that the greatest benefit of the development of GM foods is remedy of potential food shortages in the future. More than 90% of Korean consumers wanted GM foods to be labeled as such. More than 50% of the respondents would not buy until they know more about GM foods. Only 35.8% of Korean consumers were found to know that food items originating from plants contained genes. More consumers responded that they would not buy herbicide-resistant GM soybean but buy vitamin-enriched GM soybean. Many Korean consumers' decision of acceptance or rejection of GM foods depend not on the basis of biotechnology, but on the basis of the degree of benefit to the consumers. Only 6.4% of Korean consumers responded that GM foods were the greatest threat to the safety of Korean foods. The perception of Korean consumers on GM foods has not changed significantly during the past 5 years.

• Journal of Distribution Science
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• v.13 no.4
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• pp.77-87
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• 2015

Purpose - This study aims to investigate the current state of distribution terminology usage by retailers and consumers nationwide, and to suggest a practical improvement plan for its standardization. The Korean distribution industry is closely related to consumers' daily lives. However, in reality, there exists a gap among producers, distributors, and consumers in terms of the definition, understanding, and perception of the terminology. Therefore, standardizing this terminology is essential for more smooth communication. This paper suggests the necessity of committing overall research and survey activities to the actual conditions of using Korean distribution terminology by organizations and their respective management situations, and further, the necessity of probing the problem and its measures in line with the objective and mission of the "Fundamental Law of the Korean Language." Research design, data, and methodology - This study's scope is limited to wholesale and retail including some information systems. First, the study covers most written material including lexicons and glossary of distribution terminology, university textbooks and teaching material for national certificate of qualification, and related laws and ordinances. Second, the survey covers retailers' management situations by store format. The retailers used as the sample for the survey include department stores, discount stores, SSM, and convenience stores. Altogether, 20 specialists were interviewed in their respective sectors or retail formats. Finally, the project team surveyed a sample of 1,300 consumers nationwide on 50 distribution terms mainly used by consumers, including those about awareness, understanding, usage, and attitude. Results - In total, 1,249 terms are drawn through literature research including distribution terminology used in the related literature, glossary and lexicons, distribution terminology in textbooks, and legal terminology. A classified table comprises four large categories including general distribution, distribution marketing, distribution information, and merchandise. The results of the three-step research including literature survey, field survey of retailers, and consumer survey were advised to be screened by academia (retail associations, faculty etc.), retailers (major retail management by store format), retail specialists and consultants, consumers, and Korean linguists. In total, 1,300 questionnaires for 50 terms of the distribution terminology closely associated with consumers were distributed to subjects nationwide. Conclusions - The desired and expected results from this study are summarized from three perspectives as follows: First, from retailers' perspective, a new concept, or coinage of new terms of the distribution industry stems from advanced countries such as America and Europe. However, the original meaning and definition are diluted and distorted with changes in the language users' situations and context. This study provides basic guidelines for standardization of distribution terms used among various retail formats in most daily life situations that consumers encounter. Second, from the nation's perspective, this study suggests optimal choices of distribution terminology in the context of laws and ordinances regarding concerned Ministries. Last, from the consumers' perspective, this paper enables consumers to understand and use distribution terms properly in their daily life.

• Management & Information Systems Review
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• v.31 no.4
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• pp.261-286
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• 2012

Rumors are widely prevalent in marketplace and It can be problematic and dangerous for the company's reputation and damages their image. Recently, many companies are given trouble by rumors. As getting invigorates the social media, there is high possibility to shape the vicious rumors without any confirmation whether information is true or not. It affects the companies' reputation and trust they have built for long time, also sales drop off. Despite numerous denials, the rumor persisted, keeping occur again and again all the times. Refutation purposes to decrease levels of belief in a rumor. First, establish Study 1 that a variation in identification influences the impact of a rumor on individuals' beliefs. Furthermore, we analyze the effectiveness of a refutation under varying degree of one's level of identification with the rumor object. According to research result, the response pattern of identification and disidentificaion consumers are very different. Disidentifiers, who engaged in systematic processing, believed the rumor less only when the refutation contained strong arguments. Identifiers, processing heuristically, remained unbelieving in the rumor. Study found that identification is an important moderator of consumer response to negative rumors. These defensive processes alleviate the bad influence of that information, and also can reduce the likelihood of attitude degradation.

• Journal of Internet Computing and Services
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• v.20 no.5
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• pp.87-94
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• 2019

In this paper, the method of analyzing the unformatted data of consumers accumulated on social networks in the era of the Fourth Industrial Revolution by utilizing data from the service design and social psychology aspects was proposed. First, the fandom phenomenon, which shows subjective and collective behavior in a space on a social network rather than physical space, was defined from a data service perspective. The fandom model has been transformed into a collective level of customer Persona that has been analyzed at a personal level in traditional service design, and social network analysis that analyzes consumers' big data has been presented as an efficient way to pattern and visually analyze it. Consumer data collected through social leasing were pre-processed by column based on correlation, stability, missing, and ID-ness. Based on the above data, the company's brand strategy was divided into active and passive interventions and the effect of this strategic attitude on the growth direction of the consumer's fandom community was analyzed. To this end, the fandom model of consumers was proposed by dividing it into four strategies that the brand strategy had: stand-alone, decentralized, integrated and centralized, and the fandom shape of consumers was proposed as a growth model analysis technique that analyzes changes over time.

• Korea Trade Review
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• v.42 no.1
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• pp.141-163
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• 2017

The purpose of this study to analyze the relationship among three characteristics of O2O commerce and extended goal-directed behavior(EGB) model(trust, desire and intention to use). From June to July in 2015, the questionnaires were sent to Chinese customers using O2O commerce. Among 494 questionnaires gathered, 433 valid ones are analyzed using SPSS and AMOS. Among ten research hypotheses derived from prior research and the research model, eight hypotheses are tenable, while the rest hypotheses are untenable. Online features of mobility and Offline features of service quality. The Online features of mobility bring consumers convenience but also has some latent customer privacy issue. On other hand, because of the untenable hypothesis, there is inconformity between online service and offline service, and customer have distrust on the O2O commerce. To achieve continuous online consumption, offline businesses need to improve their service. The perceived quality of selling company exerts a significant effect on the customers' reliability for the brand equity of open market company and selling company, such as the brand awareness of the open market, open market image, brand awareness of selling company, and the perceived quality of selling company. Thus, selling company should improve self-brand service and quality in order to improve customers' reliability. In addition, the consumer characteristics of attitude, subjective norm, and perceived behavioral control are all tenable. These results mean that O2O commerce is a favorite way of consumption by Chinese consumers.